Endeavour launches pub+ loyalty program for its 350 pubs

Endeavour is unveiling a new points-based loyalty program for its network of 350 hotels to entice customers to make repeat visits to its bars and dining rooms.

Endeavour Group CEO Steve Donohue hopes the new pubs rewards program will follow in the digital footsteps of its highly popular My Dan’s app for its Dan Murphy’s liquor stores.

Liquor and pubs giant Endeavour will launch a new points-based loyalty program for its network of 350 pubs to entice customers to its bars and dining rooms at a time when $20 pints of beer and upwards pressure on pub meals are squeezing household budgets.

Following in the digital footsteps of its highly popular Dan Murphy’s rewards program, MyDan’s, which has more than 5.4 million members and a shopper-member scan rate of 82 per cent, Endeavour will now launch a new loyalty platform for drinkers and diners that promises to deliver greater value and enhanced experiences for guests of its more than 350 ALH hotels, pubs and bars across the country.

The new loyalty program pub+ will reward guests for visits, using a points-based system offering discounts on food and beverages.

It was launched nationally in August.

Data from the development phase of pub+ showed that visitors to the Endeavour pubs arm, part of the ALH group of pubs, completed between 2.2 and 3 transactions during their pub ­visits.

Executives at Endeavour – the owner of Dan Murphy’s, BWS, 350 pubs and a portfolio of liquor and beverage assets which ­demerged from Woolworths in mid-2012 – are hoping that pub+ will personalise guest exper­iences.

For the pub operator this means driving increased trans­actions through access to member-exclusive deals across multiple transactions, while also allowing guests to select their own rewards.

Endeavour chief executive Steve Donohue said pub+ was designed to ensure the group’s ALH hotels remained a destination of choice for value-conscious guests, especially at a time when cost-of-living pressures was ­constricting the segment of consumer budgets set aside for drinks at the local pub or a meal with family and friends.

“In a tough macroeconomic environment, rewarding loyal customers and guests is the name of the game,” Mr Donohue told The Australian.

“Australians are looking for value and they want to be recognised for their commitment to our brands and pubs.

“We have designed pub+ to drive repeat visits to our hotels, so that guests get more out of their local.”

Endeavour’s new pub+ loyalty program aims to drive repeat visits to its hotels.

The pubs loyalty scheme will complement the MyDan’s rewards program, which has proved to be one of the most popular ­loyalty schemes in the Australian retail landscape and which is used by Endeavour to analyse spending trends as well as pitch offers to users to drive purchases.

“Our extensive experience with MyDan’s shows that loyalty leads to more visits and higher average spends, and that’s our goal with pub+,” Mr Donohue said.

“We want to drive greater ­engagement with our guests while delivering a regular value-for-money experience.”

The new rewards scheme will also have a gaming component that can limit spending at the more than 12,000 gaming machines spread across the ALH pub venues.

“We also see pub+ as an important part of our evolving approach to safer gambling, enabled through technology and a focus on player interaction,” Mr Donohue said.

“The app features voluntary pre-commitment where players can set time and spend limits and we will continue to explore ­additional harm minimisation features.

“We have built some incredibly strong credentials in loyalty through MyDan’s, and we know guests at our more than 350 ALH Hotels across the country expect the best prices when they’re having a schooner and schnitzel with their friends as well.

“It’s something we’re focused on delivering across all our brands and pub+ is the latest addition to our strategy to capture increased market share for our hotels.”

Endeavour will report its full-year results to the market on August 26.

Analysts will be keen to see the company’s sales performance for the start of fiscal 2025, and in ­particular any evidence of “trading down” by consumers – such as reduced visitation to its many ­hotels.